At Ahold Delhaize, I led the Service Design team within the Digital Experience department (BECSE), responsible for delivering consistent and scalable user experiences across multiple brands and countries. I managed a team of around 15 designers and researchers, worked closely with product managers and delivery partner Epam, and helped shape features and services that made grocery shopping more seamless across Europe.

Activities

• Led a multidisciplinary design team (UX, UI, and research)
• Defined the product vision and roadmap across multiple product tracks
• Aligned workflows with our development partner for smoother collaboration
• Set up white-label service frameworks to be used across markets

Deliverables & Outcomes

• Introduced new ways of working to improve cross-functional collaboration
• Established alignment across European stakeholders on omnichannel product strategy
• Designed scalable, reusable services (e.g. loyalty, savings, in-store features)
• Set up a multi-brand design system to ensure consistency and efficiency

Value for the organisation

• Enabled faster rollout of white-label services across European markets, reducing time to market
• Improved collaboration and early handovers with development partners, cutting operational costs and speeding up delivery
• Delivered scalable, brand-flexible services that support long-term efficiency and user satisfaction

• Service Design Lead
• Lead Experience Consultant

www.delhaize.be

www.ab.gr

www.maxi.rs

www.albert.cz

www.mega-image.ro